一、新产品的含义及开发新产品的意义 二、新产品的发展趋势及应具备的要素 三、新产品的开发研制过程

总体战略 又称公司战略。它是根据企 业使命,选择企业参与竞争的业 务领域,合理配置企业资源,使 企业各项经营业务相互支持、相 互协调

产品是能够满足人的需要和欲望的任何东西。 product is anything that can be offered to satisfy a need or want

Factors to Consider Before Going global Selecting Foreign Markets Foreign Market Entry Product Adaption for Global Marketing Management Organization of global Activities C2000 Prentice Hall

Product Characteristics Building Managing the Product Mix& Product Lines Brand decisions Packaging& Labeling

Service Definitions Classifications How Services Differ goods Improving service Differentiation, Quality, Productivity Improving Customer Support Services

Types of Costs Fixed Costs Variable costs (Overhead) Costs that don°t Costs that do vary vary with sales or directly with the production levels level of production

Objectives Course Organization Tasks of Marketing Major Concepts Tools of Marketing Marketplace Orientations Marketing's Responses to New Challenges

1、战略经营单位的含义 战略经营单位是企业值得为其专门制定一种经营战略的最小经营单位

1、折扣定价策略的含义: 折扣定价策略是为鼓励顾客 及早付清货款、大量购买或淡 季购买而采取的价格调整策略